Share of Shelf: how to measure and improve it in POS

1. What is share of shelf(SOS) and why is it important?

Just because a product is on the shelf doesn’t mean it sells. What really matters is whether shoppers can easily see it and pick it up. In a POS where many brands compete, your product might be hidden in a corner or placed too low to be seen.

That’s where Share of Shelf (SOS) comes in. This metric doesn’t just measure presence—it tells you what percentage of shelf space your brand occupies within a category. More visible space = more chances to sell.

For example, if a beverage shelf is 1 meter wide and your brand takes up 30 cm, your SOS is 30%. This number is more than a calculation: it shows how visible your brand is and how strong your positioning is.

SOS is a key KPI in point-of-sale management, linking visibility directly with sell-through, brand presence, and retail execution.

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2. How to calculate share of shelf

The math is simple—as long as your method is clear:

• Share of Shelf (%) = (space occupied by your brand ÷ total shelf space) × 100

Example:

• Total shelf width: 100 cm
• Space your brand occupies: 30 cm
• 30 ÷ 100 × 100 = 30%

But the way you measure shelf space may vary by product or category. Here are some industry-specific methods:

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The key is to tailor SOS measurement to the product type and display layout at each POS.

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3. How to use share of shelf to improve displays

SOS is more than a number. It’s a signal that helps you fine-tune your merchandising strategy at the point of sale. Here’s how to read it:

• Low SOS, high sales → Likely a strong product. Increasing visibility may boost performance further.
• High SOS, low sales → Display might be in a low-traffic spot, or lacking visual appeal (POP, materials). Reevaluate placement.
• Big SOS variation across stores → Inconsistent execution. Share best practices and standardize checklists.

👉 In short: SOS is not the goal—it’s the starting point to align visibility, execution, and results.

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4. Is your display strategy being executed properly in-store?

A good plan means nothing if it’s not applied. That’s where POS audit comes in.

What should you check?

• Compare with the display plan:
  • Is the assigned space, product count, and POP material in place?
• Use a POS checklist with photos:
  • Field staff take photos and check off items.
  • HQ reviews and gives real-time feedback.
• Store-level reports:
  • Track SOS compliance, POP setup, and any deviations.

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✨ Optimize your share of shelf audit with Shopl

With Shopl, you can standardize your POS audit process to ensure in-store execution meets your plans and share of shelf (SOS) targets are maintained:

• Photo-validated checklists via the app
• Merchandising compliance tracking and auditing
• Automated store-level reports focused on SOS performance

This way, you don’t just plan your display—you prove it on the ground: from strategy to verified execution.